After 44-years in operation, Betty Crocker Enterprises has decided to phase out its catalogue reward scheme.

“We are phasing out the printed catalogue over the next year and the website will go some time after that,” a Betty Crocker representative told just-food.

The Betty Crocker brand, owned by General Mills, has ditched the points program in favour of the more popular Box Tops for Education loyalty program, in which redeemed coupons generate donations from General Mills.

The first catalogue appeared in 1962, and the online site went up in 1997.